Here’s why — and how — advisors can earn trust through their communications

April 11, 2016

catch.gifCredibility and trust. It’s paramount to an advisor’s business, yet often overlooked. Trust is one of the main reasons why clients refer you and why leads may choose to engage with you and start a relationship.


Yet, did you know that the financial services is actually rated at the bottom among all industries for least trusted by their clients — and is true across the Globe, from the U.S., Canada, Britain, Hong Kong, and Australia?


Okay, that seems pretty ominous and like the financial industry is failing to capture the trust of investors around the world. But we actually have great news (seriously, we do). You have the opportunity to truly stand out from your competition — more so than any other industry, and really demonstrate your credibility, thought leadership, and value as a financial advisor.


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For some of you it may seem obvious why trust and credibility is paramount to an advisor’s business; some may not fully realize just how imperative it really is.


A study was done in UK on the nature of trust in brand relationships and found that before trust or confidence can begin to be developed, consumers need repeated experiences with the brand so as to build beliefs about its predictability and dependability. Meaning, consistency in communicating with your new referrals and prospects is integral to building trust and credibility.


So if you want to build a highly reputable and powerful brand, one that exudes trust, credibility, and confidence, you need to start consistently communicating with your prospects, across all your digital channels. Build a consistent brand. Build a reliable relationship with your leads.


Now you may be thinking — that sounds great. I’d love to devise a way to have repeated touch points with my leads and clients so I can develop and deepen my brand’s trust and credibility, but how? How do I continuously create communications for my leads and build a consistent brand online? Now I need to be present across a wide array of digital channels, from my website to my social media networks (Where do I find the time? I’m running a business you know…)


We know. What you need is an extremely effective, yet easy way to repeatedly communicate with your clients and leads and build a consistent brand online.


You need an automated content marketing platform for financial advisors.


What’s an automated marketing platform? It’s a platform that does the majority of your communications for you — from newsletters to building a strong digital presence — without you having to do anything.


Sounds too good to be true? It actually exists. We promise.


When looking for an automated content marketing platform, there are a few key areas you need to consider to ensure you’re going to invest in the right one and be successful.


1. Content

I can’t emphasize this enough. This is the most important factor when looking for any kind of content marketing platform. Powerful content is the only thing that engages someone. You need high-quality and relevant content to capture the attention of a new lead, deepen a relationship, and provide valuable touch points with clients and leads.


You can have the most beautifully-designed website or newsletter template, but without having the engaging, relevant, and credible content, no one will read your newsletters and no one will come visit your website or ever want to return to it.


If you’re a financial advisor and I’m telling you how to cook quinoa, you’re likely not going to care. You’re looking for ways to ultimately grow your business.


So if I’m talking about something that is completely irrelevant to you and your needs, you’re going to immediately stop reading and search for a source that provides the information you want.


Your clients and prospects are no different. You need to deliver current content that is relevant and targeted.


But it can’t just be content from any source. This is a crucial point, especially if you’re looking to target affluent investors. HubSpot concluded in their study that you need to use credible sources, like the New York Times, the Washington Post, and the Wall Street Journal, when looking to build relationships with high net worth investors.


You cannot send this exclusive demographic subpar or mediocre content from any unknown or non-reputable source. You’re hoping to manage all of their finances and build a financial plan that will take care of them and their families. There is nothing more personal and serious than this so you need to leverage only the most respected and trustworthy news sources in the world so that you can be taken seriously and successfully capture the attention of high net worth investors.


2. Automated Delivery Tools: Email and Web-Based

You need to have a consistent presence across all your digital channels because new leads need repeated experiences with you in order to see you as dependable and predictable. If you can’t even be consistent in communicating with your clients and leads — how do you expect your prospects to believe they can depend on you for their finances?


That being said, it’s nearly impossible nowadays for financial advisors to find the time, money, and resources to have a consistent communications plan.


So, the content platform you are looking to should have all the delivery tools you need. Don’t go and buy 5 different accounts because one is a newsletter builder, the other is a compliance workflow, the other is for social media posts — there is no way you are going to be able to repeatedly login to each account and build valuable communications and posts; you won’t be able to find the time and commit; you will ultimately be seen as undependable.


Set yourself up for success and invest in a platform that is a one-stop-shop.


It has the premium, quality content you need. Yet it also has a way to disseminate this content across your digital channels in two seconds. Is there any automation?


Some platforms even have automated newsletters with curated, premium, credible content so all you have to do is — well, nothing. You actually have nothing to do.


Now you can have the most credible newsletters sent out for you to your clients and prospects to provide that value-added, repeated touch point that new leads need to start trusting you.


And you can easily post content to your website and social media pages.


You can do everything, without having to do anything.


3. Reporting & Lead Generation

Okay, now you’re thinking — there is no way this platform actually exists.


You’re telling me that there is a platform with content from reputable sources, like the New York Times, that has all the delivery tools I’d need, that can be fully automated, plus they have reporting and lead generation?


Yes. There actually is. If you are serious about growing your business then you’re going to want a platform that has everything — and that includes reporting and lead generation.


There are platforms that actually have lead algorithms that can tell you all the new people who are engaging with your content — whether a client shares an article or video from your newsletter, or a lead visited your website and social media pages, and not only tell you who they are, but also information on them.


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Pretty incredible, right? So, remember to find a platform that can help you grow your business by easily allowing you to repeatedly have valuable experiences with your prospects and demonstrate your trust and credibility.


Schedule a demo with AdvisorStream and learn how we’re transforming the way advisors are communicating with their clients and prospects and generating new leads.